In the past couple of years, Social Media Marketing (SMM) has taken the world by storm.
What is social media marketing? It’s essentially marketing through social platforms like Twitter, Facebook or Instagram.
These platforms are where users engage with content, and businesses use these tools to promote brands and online libraries.
Many people confuse SMM with digital marketing or online marketing, but they’re two very different things.
Just because your product or service is online, it doesn’t mean that it’s digital marketing. Your product might be available for purchase online, but that doesn’t mean it’s digital marketing. Same with marketing. You might do some online marketing, but that doesn’t mean you do all of it.
To learn more, we reached out to a marketing professional who works specifically with online libraries.
SMM Can Be a Sub-Division Of Digital Marketing
“Traditional marketing has always been about reaching as many people as possible with the available media channels,” says Lauren Fratto, Marketing Manager at Myriad Creative. “From mailers and billboards to TV commercials and magazine spreads, marketers have always been interested in reaching as many people as possible with the available means of communication.”
This strategy still applies today, but with the advent of the internet, the possibilities for digital marketing are endless.
“With the rise of social media and its platforms, marketers now have the ability to target the right audience with the right message in real-time,” Fratto says. “Additionally, the ability to track the effectiveness of marketing campaigns and measure the results of online advertising in real time has given marketers the ammunition to prove the value of their efforts.”
As a result, social media marketing is seen as an important tool in a digital marketer’s toolbox.
Why Are Online Libraries Popular Targets For Brands And Marketers?
In today’s world, we’re constantly bombarded with new information.
Whether it’s news, blogs, articles, or social media, we’re constantly being fed useful content to read.
With so much information available online, people constantly want to discover new things and become more educated.
This makes digital marketing an ideal field for marketers and brands to tap into.
According to HubSpot Blogs research, 49% of customers researching products or services online have found what they were looking for in an online library. And 47% of customers have used an online library to help them discover products or services.
Additionally, Gen Y (39%) and millennials (38%) are twice as likely as the general population (19%) to use digital libraries to help them discover products or services.
What’s more, Gen Y and millennials are 1.5x more likely to prefer cross-platform content (products or services mentioned across social platforms), and 1.7x more likely to seek out multiple forms of content (e.g., text, photo, and video).
Forbes has also spoken to Sheryl Sandberg, COO of Facebook, about the growing popularity of social media marketing, podcasting, and recording. Here’s an excerpt:
“I think the line between traditional and digital marketing has blurred. People are seeing what worked well for their friends on social media and applying it to their own business. That’s how you end up with brands running ad campaigns on podcasts. Or TV commercials playing songs on YouTube videos to promote a product.
To get a slice of that sweet, lucrative advertising revenue, you just have to adapt your tactics to these new platforms. To stand out from the crowd, you have to become so much more than a product or service provider and show your audience that you understand their world, you want to help them improve their lives, and you have solutions to their problems.”
Types Of Content Publishers Can Put Out For Online Libraries
In the past, most major online libraries focused on books. While these days, you will find a variety of resources, from academic journals to TV shows, from podcasts to blogs.
A major factor contributing to the rise in interest in online libraries is the simple fact that more people have access to them.
Thanks to services like Amazon Prime, which provides free two-day shipping for millions of items, customers can now have instant access to anything they want.
This has made almost all content, regardless of how old it is, instantly available to customers.
Additionally, more people are using these services to get their daily news and information. According to HubSpot Blogs research, 34% of customers have used an online library to research something about a brand or product, while 14% have used online libraries to get general news.
These services allow for much more personalization than before. For example, customers can choose to receive relevant content based on their age, location, or interests.
How To Make The Most Of Your Online Library
Once you’ve established yourself as an authoritative voice in your industry with your blog, you can use your platform to promote your products and services.
You’ve now got a captive audience of potential customers just a click or two away. So, what are you going to do with this opportunity?
First, you can use your blog to educate your audience about your industry. Through blogs, you can provide your readers with valuable information they might not find elsewhere.
Additionally, you can also use your blog to promote your products and services, which is arguably more effective than using other types of content because of the target audience you’ve already built.
When a customer finds valuable information through a blog post, they are more likely to purchase the product or service being marketed because they already know what they’re looking for.
Building a blog can take some time, but it’s worth it. Not only will you have a steady stream of revenue coming in, but you’ll also have the opportunity to grow as an authoritative voice in your industry.